Driver Defense Team: From Vanity Metrics to Revenue Confidence driving 3x the ROAS

Driver Defense Team is a prominent legal services firm specializing in traffic law and driver defense cases in the United States. Their operations run entirely on Salesforce, managing hundreds of cases and investing heavily in digital marketing across Google Ads, local service ads, and other channels. Like many service businesses with high-stakes client acquisition, they struggled to prove which marketing efforts drove revenue.

The Challenge

If you have ever been in a marketing meeting hearing the team list big numbers, but there’s no mention of how they're tied to revenue, you know what Derek Martin, Driver Defense Team's marketing lead, was dealing with.

The core problem? Attribution. Or more accurately, the complete absence of it.

Every month, Derek faced the same frustrating routine. He would get briefed on impressive metrics: 172 clicks here, 15% increase in impressions there. But none of it connected to what actually mattered.

The time needed to bridge the gap between vanity metrics and real outcomes was prohibitive. Derek had to manually dig through Google Analytics, Google Ads, Salesforce, and CallRail, listen to phone calls, match phone numbers, and try to figure out what worked. In reality, he simply ran out of time.

This left Derek empty-handed at the marketing round-up and without any way to verify whether their work was translating into actual cases and revenue.

"They're showing vanity metrics, and I wanted to show dollars."

The situation was further complicated by Driver Defense Team's unique acquisition model. Unlike B2B SaaS companies, where form fills dominate lead generation, approximately 95% of their leads come through inbound phone calls. Any attribution solution that only tracked form fills would miss the vast majority of their customer journey. This made finding the right solution even more challenging.

Derek saw a frustrating truth about many marketing agencies: most avoid helping clients track direct ROI. They fear the data might reveal that costly campaigns don’t generate revenue, risking their relationship. So, they stick to impressive metrics without real business value.

The Solution

Driver Defense Team needed three things: Salesforce integration so all data goes into their CRM, call tracking that covers the 95% of leads who call in, and automated attribution so Derek could see what drives revenue without manual work.

As Derek explained: "That's why I wanted to go with Heeet, because it's native to Salesforce. Our entire firm runs on Salesforce, start to finish. And the beauty is that pretty much anything can be done with Salesforce, the largest CRM in the world."

Heeet did more than just track form submissions. It gave Driver Defense Team a single system to see every lead channel. With CallRail for phone calls, Google Local Service Ads, and web tracking, they could finally see the full customer journey from first click to closed case. Now they knew which channels actually brought in business.

One particularly valuable feature for Derek was page-level attribution for form fills, which means Derek now knows exactly which page each submission came from. For Driver Defense Team, which uses the same form template on every page, this improvement allows Derek to clearly identify which specific content pages are driving conversions.

The customization required effort on both sides. As Derek acknowledged, Heeet's team had to adapt to various implementations, Salesforce configurations, and tracking needs. But the Heeet team was responsive and hands-on throughout the process, jumping on calls, reworking integrations when systems changed, and continuously improving the setup.

The Results

Immediate PPC Visibility = 3x the ROAS

One immediate benefit was real-time clarity into PPC. Derek could instantly identify which campaigns generated real business outcomes using Heeet's data. This allowed him to reallocate budget from underperforming campaigns to those with measurable ROI, maximizing marketing effectiveness from day one. With the visibility on their PPC campaigns, DDT scaled their ad strategy and instantly increased their ROAS by 3x

Content Intelligence

Derek could also see which website pages drove visitors to become leads. He used this data to improve content and SEO, something that was impossible before.

Campaign Trend Monitoring

A further benefit is the ability to monitor campaign trends in Salesforce. Derek reviews each campaign monthly, entering costs and monitoring trends to make data-driven decisions—cutting spend where needed and increasing resources for proven winners, thus eliminating guesswork.

Confidence in Decision-Making

Perhaps the most significant benefit is confidence. With reliable attribution, Derek knows his marketing investments are working, allowing for informed decisions and strategic planning based on actual results.

"It truly helps you sleep better at night. Knowing that if you've got 12 or 25 different campaigns, that each of those campaigns are net positive, and driving ROI."

This confidence is critical for businesses running multiple marketing channels. One bad PPC campaign, where budgets vanish quickly, can wreck returns. With Heeet bringing full campaign visibility in Salesforce, Derek can catch issues early and avoid costly mistakes. As a result, he maintains a strong ROI and can course-correct quickly to ensure ongoing performance.

Looking Ahead

As Derek focuses on marketing in 2026, Heeet remains central to his strategy. His aim: generate more leads at a lower acquisition cost. Trustworthy attribution data enables him to do just that.

"I'm diving further into PPC and our content strategy," Derek explained. "But what sits at the center of that? Heeet does."

The partnership evolves. Calendly integration is next, along with updated call tracking APIs and custom dashboards for Derek’s KPIs.

Key Takeaways

The attribution gap costs you more than you think. If you rely solely on agency reports, you're making decisions in the dark. Driver Defense Team shows that tying marketing spend to revenue is essential for smart budgeting.

Phone calls matter. For service businesses where phone calls dominate lead generation, form-only tracking misses the majority of your customer journey. Heeet's custom call-tracking integration built for DDT ensures they capture the full picture, not just a fraction of it.

Native Salesforce integration removes friction. When attribution and sales data connect, reconciliation headaches disappear. Trust your insights with all data in one system.

"You've got some reasonable belief that each of those campaigns should be net positive, should be driving an ROI for you. Because it's true, you can have one bad campaign, especially if it's PPC, and it can tank your entire return."

— Derek Martin, Driver Defense Team